1. Many consumers, especially when faced with an uncertain purchase decision, think that a high price :
2. The marketing concept and market orientation recognize that:
price is the most important variable for customers
sales depend predominantly on an aggressive sales force
what the customer thinks he or she is buying is what is important
a company has to apply scientific management techniques to survive
3. Which of the following is one of the elements of the marketing plan?
a business mission statement
a target marketing strategy
the marketing mix
all of the choices
4. The steps of the consumer decision-making process in order are:
need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior
need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase behavior
need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation
need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior
5. The types of products people purchase using only an internal search are typically:
frequently purchased, low-cost items
frequently purchased, high-cost items
infrequently purchased, low-cost items
infrequently purchased, high-cost items
6. The __________ proposes that a minority of a firm's customers purchase a majority of the volume of the product.
7. Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on __________ segmentation.
8. A __________ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things.
9. Which of the following statements describes an advantage to retailers associated with developing their own brands?
Dealers must market the brand, thus cutting into the gross margin.
Higher gross margins are available on private brands.
Private brands, particularly those owned by discounters are perceived to be of a higher quality.
Dealers often buy in large quantities and thus always have a ready supply.
10. Retailers and merchant wholesalers are examples of intermediaries that:
take title to a product
create temporal and spatial discrepancies
use consumer promotions
are accurately described by all of these statements
11. __________ is distribution aimed at maximum market coverage. It is used for many convenience goods and supplies that need to be available in every outlet where the potential customer might want to buy them.
12. Robin is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Robin is developing a:
set of promotion goals
13. The promotional mix consists of:
advertising, publicity, direct marketing, and personal selling
product, promotion, price, and place
advertising, personal selling, sales promotion, and public relations
advertising, telemarketing, public relations, and sales promotions
14. In advertising, the goal is to sell the product's __________, not its __________.
competitive edge; virtues
15. The appearance of a box of Cheerios cereal in the children's move Mathilda is an example of _________ for General Mills, its manufacturer
a sales promotion
paid-for public relations
16. Personal selling is more important than advertising if:
the products being sold are standardized
there are many customers for the product being sold
the product being sold has a low value
the products being sold are technically complex
17. price is best described as :
18 A key ingredient in the philosophy of marketing is __________, or the idea that people give up something in order to receive something that they would rather have.